VAB Finds 85% Of TV Networks Using New Measurement

Eighty-five percent of TV networks are using new measurement currencies and tools in recent upfront deal-making with advertisers, according to a new survey by the TV network advertising group VAB.

The research also shows that between 25% and 49% of upfront advertisers --175 advertisers -- are actively using or testing a measurement option other than Nielsen.

The group has been highly critical of Nielsen, the dominant TV measurement provider for decades. In 2021, it said that due to Nielsen's pandemic-related maintenance issues, there was significant undercounting of TV impressions.

Earlier this year, the VAB said undercounting resulted in a $700 million loss in advertising revenue -- a loss of 60 billion TV impressions from September 2020 through December 2021.

Major advertising categories using new measurement tools include automotive, consumer packaged goods, telecommunications, quick service restaurants and pharmaceuticals.

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It adds that new measurement options are most frequently used in linear TV, streaming, connected TV (CTV) and over-the-top platforms (OTT).

The group says its methodology was “confidential multi-question survey distributed to all Measurement Innovation Task Force companies who transacted advertising dollars in the ‘22/23 Upfront. VAB aggregated and reported results.”

The VAB says the survey is inclusive of the major TV publishers and a majority of the single networks.

3 comments about "VAB Finds 85% Of TV Networks Using New Measurement".
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  1. Ed Papazian from Media Dynamics Inc, August 8, 2022 at 11:16 a.m.

    Boy, that must really terrify the folks at Nielsen, Wayne. Except just about every national TV buy still starts with Nielsen ratings as its audience "currency" and the claim that 85% of TV sellers are also using something else doesn't tell you what percent of the ad dollars are involved with such add-on "currencies" nor what they are---promised corporate CTR rates,  average commercial attentiveness metrics, something else?Also not explained is what happens if a promised CTR rate or attentiveness level is slightly undelivered---cash rebates?, a few makegood spots?---even if the Nielsen ratings---or GRPs ---come in as promised? Frankly, I'm a bit surprised that 15% of the sellers didn't use something different with at least one customer -----but Nielsen. Come on guys and gals,let's get with the program.

  2. John Grono from GAP Research, August 8, 2022 at 7:20 p.m.

    Wow.   A 'multi-question' survey.   Absolutely ground breaking!

  3. Ed Papazian from Media Dynamics Inc, August 9, 2022 at 12:33 a.m.

    So now we use "digital speak" when describingTV networks?I wonder what books, newspapers and magazines the "TV publishers" who responded to this survey offer to the public?Probably not many.

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